Broadcasting Telecasting (Jul-Sep 1960)

"health and social problems," "practical arts and skills" and "general adult education." The McCann-Erickson advertising agency prepared the animated spots — two 60-second spots and two 20-second versions — explaining the tv code. Dr. Neil Postman, assistant professor of English at the New York U. School of Education, is writing the "Resources" book for English teachers. He is working with TIO as a representative of the Study of Television Committee of the National Council of Teachers of English, which is conducting the project with TIO financing. This two-part book first develops the concept that television is a continuing source of contemporary literature as well as a medium which frequently recreates print classics of the past. Tv's long-range effect, the book notes, will depend on the kind of viewer who watches, and on his selectivity and knowledgeability. The second part suggests specific classroom procedures for making use of television as a literary form; in complexity these range from bulletinboard notices calling attention to specific programs, to plans for a full-scale television workshop. The book urges teachers not to permit students to think carelessly about television any more than they permit careless thinking about novels or poems. Bulletins in 20 Cities ■ At the local level, TIO's activity in helping to organize monthly bulletins on outstanding programs already has spread to 20 cities. The procedure is for all the stations in a community to prepare and distribute a combined schedule showing the educational, informational, cultural and special-interest programs that will be offered by all stations in that area in the ensuing month. The first four cities to initiate the project were Los Angeles, Chicago, San Francisco and Denver, which have mailing lists total ing 25,000 teachers, ministers, local officials and other opinion leaders. Stations in 13 other cities are slated to begin similar bulletins this month or next, with mailing lists totaling 69,000 a month. These are Indianapolis, Columbus, Cincinnati, Washington, Boston, Hartford-New Haven, Norfolk, Atlanta, Sacramento, Fort Wayne, Houston, Cleveland and St. Louis. In addition, similar plans are now being made in Baltimore, Pittsburgh and Providence. TIO's current 150-member roster of sponsors consists of the nucleus represented by the committee, plus additional stations signed up in a neververy-intensive membership campaign. Dues for any station amount to its highest quarter-hour one-time rate, per quarter (in addition, NBC and CBS pay $75,000 per year for the first year and ABC $45,000, aside from dues for their owned stations). BROADCAST ADVERTISING A FORMULA FOR SPOT RADIO BUYING Burnett's Wright unveils cost & coverage data to LAB Spot radio's penetration provides a formidable competitor to television spot campaigns, according to research unveiled Sept. 19 by Thomas Wright, media vice president of Leo Burnett Co., Chicago. He revealed the research results at the Louisiana Assn. of Broadcasters meeting in New Orleans. The spot radio findings were developed by A. C. Nielsen Co. at the request of the station representative firm of Peters, Griffin. Woodward, Mr. Wright explained. "You've probably seen reach and frequency studies until they come out of your ears," he said, "but I'll bet you haven't seen anything as startling or as comprehensive or as meaningful to the agency media strategist as this data." (See table, this page.) Here are key findings listed by Mr. Wright: ■ In the top five U.S. markets you must buy about 34 spots on one station only in each market to get 80 gross rating points at a cost for all five markets of $12,900 per week. ■ The number of spots required to obtain three gross rating-point levels (80, 160, 480 weekly) in each market grouping does not vary radically. ■ Considerable variation appears in the cost of spots. ■ Spot radio gives about the same rates of household coverage and fre quency in each of the four sets of markets (giant to medium-sized markets). "If we use only one station, the expected net reach of an 80 rating-point schedule is in the low 20s regardless of market size in one week," Mr. Wright said. "If we use three stations, our net reach (in home coverage of metro area radio homes) will be in the mid 30s in one week. If we double the gross points to 160 our net reach is in the 40s; if we go the saturation route we can it CJi o < t/1 REACH & FREQUENCY OF SPOT RADIO CAMPAIGNS Schedule Data Reach and Frequency Per Market ets Week! Weekly Data 4-Week Data No. of Stations GRP* Weekly All Mario Cost for 13 Mins Reach** Average Frequency OJ q: Average Frequency Top 5 IVlarkets 34 1 80 $12,900 21.4 3.9 34-38 9.8 49 3 80 15,350 33.4 2.4 50-57 6.4 89 3 160 26,210 40 4.1 56-60 11.7 303 4 480 71,000 57 8.7 73-79 27 7 Markets— 6 through 12 28 1 80 S4,420 20,5 4.0 33-37 10 39 3 80 6,970 36.2 2.3 54-62 6.2 70 3 160 11,350 42.9 3.8 60-64 10.8 241 4 480 31,260 59.9 8.1 78-84 24.9 8 Markets— 13 through 20 23 1 80 S6,810 22.6 3.9 36-40 9.2 33 3 80 8,240 35.3 2.3 53-60 6.1 65 3 160 14,600 43.4 3.7 61-65 10.5 193 4 480 37,250 56.9 8.6 74-80 26.2 80 Markets— 21 through 100 28 1 80 $23,700 23.6 3.6 36-42 9.4 36 3 80 35,800 39.1 2.0 59-67 5.3 65 3 160 58,500 47.3 3.2 66-71 9.2 208 4 480 155,000 62.5 7.5 78-84 24 ■ Gross rating points 'In-Home Only Coverage of letro Area Radio Homes 30 BROADCASTING, September 26, 1960